Interpublic Group advertising exec Nick Brien is predicting that U.S. ad budgets could shrink by as much as 20% this year. Research, by IPG's Mediabrands, where Brien is chief executive, also suggests that the economic recession is changing the way consumers view spending in a manner that could last beyond the current fiscal crisis. Brien said: "We're telling clients that while budgets may be cut, don't cut innovation or your commitment to emerging technologies. Because this is where you'll find consumers."

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